A goal without a plan is just a wish.
- Antoine de Saint-Exupéry
A smart dermatology PR plan can be the key to gaining more exposure, connecting with new audiences, and standing out as an authority. Beyond that, the right dermatology PR plan can grow your brand and your client base while potentially:
- Positioning your practice as the dermatologist of choice (in and outside of your local area)
- Paving the way for next-level success
So, what does it take to create a dermatology PR plan?
And how do you know if you have the right plan?
Let’s find out with this concise rundown on how to craft and refine an effective dermatology PR plan.
What Is a Dermatology PR Plan?
Also referred to as a marketing or communications plan, a dermatology PR plan is essentially a highly detailed roadmap that explains:
- How a company’s message will be communicated to its target audience
- How those communications will generate beneficial outcomes for that company
With dermatology PR plans, it’s important to understand that:
- These plans should be revisited routinely: Annually or whenever there’s a major change in dermatology practice (or its objectives), it’s prudent to review the PR plan and update it, if needed.
- They can have a narrow or wide scope: While dermatology PR plans can focus on a specific event, like a product launch or the opening of a new location, they can also be more comprehensive in nature, providing guidelines for general brand communications and how those will help the practice achieve longer-term goals.
5 Steps to Creating an Effective Dermatology PR Plan
When you need to create, review, and update a dermatology PR plan, here are the most crucial steps to ensure you’re covering your bases and building a strong foundation for success.
1. Determine the purpose and the objectives.
What message do you need to get out and why? There can be all sorts of answers to that question when dermatologists are putting together PR plans. Some examples include:
- Announcing a new location and/or practitioners to widen a client base
- Launching new products or product lines to grow revenue streams while appealing to a broader audience
- Highlighting professional accolades and achievements to amplify authority and experience
- Sharing expertise and insights to join a conversation, build authority, and gain a competitive edge
- Publicizing events, fundraisers, and giveaways to engage an audience and invite them to join or participate
Whatever the purpose and objectives may be, the clearer you can be about them, the better. That’s because a well-defined purpose can help you zero-in more efficiently on the next steps, below.
2. Define the target audience.
Who do you want to reach, connect with, and engage?
As you consider your target audience, start with some of the basics, like:
- Gender and general age range
- Occupation and general income
- Skin concerns and/or general dermatology needs
The next step, which can be incredibly useful, would be to develop a profile, creating a “character” with a name, as well as a specific occupation, age, income, and day-to-day life. This can help you “get inside the head” of your target audience — and that can help you dial in to how and where to communicate your message to them.
3. Identify the takeaway.
When your target audience comes across your message, what feeling and/or idea do you want them to walk away with?
What’s the lasting impression you want to leave on them?
That takeaway could by anything like (but not limited to) your audience thinking:
- They really know what they’re talking about.
- They have the service or product I’m thinking about getting.
- They’re doing really great things in their field, for their patients, or in the community.
- They shared really valuable information, and I’d like to keep my eyes out for more from them.
These and other takeaways can elevate brand awareness and authority while keeping a dermatology practice top-of-mind (so the audience is more apt to select that dermatologist when they’re ready to take action).
4. Hone-in on the best type(s) of content for your message.
How will you share your message with your target audience? The means of communication you choose can impact the reach, appeal, and level of engagement you’re able to achieve with your messaging.
In general, the means to choose from when you’re developing or refining a dermatology PR plan are:
- Written pieces
- Still images
- Live interviews or appearances
In many cases, combining these means, with the right framing, language, delivery, and platforms, can make dermatology PR plans far more robust and effective.
5. Figure out the best distribution channel(s).
Where will you put your message out? Will it be a one-time delivery, or will you send your message out more often?
How you get your message out is also crucial because you want to choose channels where you know your target audience will be.
Some examples of distribution channels for dermatology PR campaigns include:
- Print (including billboards)
- Online (both on a dermatologist’s website and on others’ sites)
- On television or video streams
- On podcasts
Beyond selecting the distribution channels, you may also need to figure out the best times and days to get your message out, whether or when to change it up, and more.
Dermatologist PR Plans: The Bottom Line
When it comes to dermatology PR plans, the bottom line is that a thoughtful, strategic plan can help dermatologists achieve various short-term and long-term objectives. Clearly, however, there’s a lot to consider, and getting it wrong may not just be a waste of resources — it could actually damage reputations and faith in a brand.
When you want to get right and you want to move forward with confidence, you want an experienced team of dermatology PR experts at the helm. And no one in the industry is better than the dermatology PR team at KMR Communications.
As one of the nation’s best dermatology PR firms, KMR Communications has more than 20 years’ experience in all aspects of dermatologist PR and marketing, including developing, overseeing, and refining dermatology PR campaigns for optimal success.
We have represented more dermatologists than most PR agencies in the U.S., earning a reputation for excellence, innovation, and ingenuity. That’s why dermatologists from across the nation trust KMR Communications when it’s time for exceptional public relations services from a top dermatology PR agency. If you are ready to reach new audiences while growing brand recognition and prestige for your dermatology practice, let’s talk.
Call 305-771-2425 or contact us online for a consultation with one of the nation’s best dermatology PR firms.